Fabian Steiner
Mediaplus
+113 %
applications
+34 %
website traffic
232 m
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Overview
The field gear became a visible symbol and tangible campaign element - embedded in a high-impact media architecture. Mediaplus connected all components into an integrated 360° approach thatturned the anniversary campaign into a nationwide movement, generating real engagement for civil protection.
Challenge
Challenge ready when it matters
Floods, wildfires, earthquakes - natural disasters are increasing in both frequency and scale. Disaster relief is more important than ever, requiring more and more people willing to take on volunteer responsibility with THW. Public support and appreciation are essential to meeting the growing challenges ahead.
Among younger audiences in particular, access to the real stories behind the blue field gear is lacking. For its 75th anniversary, THW wanted to showcase the dedication of its volunteers in a unique, authentic way - andattract the next generation in particular. Mediaplus developed a media approach that united THW's past, present, and future in a single, tangible symbol.
Solution
Solution fabric that carries stories
The strategic core idea:
the iconic blue field gear becomes the heart of the campaign - an authentic asset with maximum emotional impact and scalable media logic. It has witnessed floods, cleared rubble, and brought light into darkness. Now, retired material tells the story of THW in a way never seen before.
The centerpiece:
36 square meters of real, retired THW gear, brought to life in an innovative mural on Berlin's Kurfürstendamm - life-size heroes in original uniforms. Every square meter a piece of operational history. Social media accompanied every phase, from the first teaser to the reveal, carrying the mural to the entire nation.
Content creators developed exclusive upcycling items tailored to the THW for their communities - authentic storytelling that reached new audiences. A high-reach national (D)OOH and digital media flight supported the campaign across Germany.
Provided services
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Strategy meets emotion
"For us, the GesprächsStoff campaign was proof that media strategy and storytelling are not opposites. Double the applications shows: placing the right emotion in the right place doesn't just change perception - it changes behavior."
Key Takeaways
#1
Iconic brand symbols as media
#2
Upcycling approaches connect sustainability, PR value and community activation
#3
Physical experiences measurably amplify social media reach
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About Serviceplan Group
Serviceplan Group SE & Co. KG is Europe’s largest owner-managed agency group (Source: W&V / GWA 2025). Founded in Munich in 1970, it now employs over 6,500 people at more than 40 locations in 24 countries. In the 2024/2025 fiscal year, the group generated fee revenue of €866 million, representing a 6% increase over the previous year and significantly exceeding the market average.
At the core of the business model is the internationally established House of Communication model, which fully integrates strategy, creation, media, data and technology under one roof and has been rolled out worldwide. 62% of clients receive integrated, cross-group support, enabling consistent execution across the entire marketing value chain.
The Serviceplan Group’s performance has been validated externally on numerous occasions: 19 Cannes Lions (2025) as well as awards for Independent Network of the Year and Independent Agency of the Year. Further recognition includes top placements at D&AD, ADC, Clio, Webby, and Eurobest, as well as leading positions in national and international agency and media rankings. Ad Age ranks the Serviceplan Group among the 15 largest agency groups worldwide. Furthermore, a client satisfaction rate of 87%, achieved for the third consecutive year in 2025 and based on the annual, independent survey of 2,761 clients, confirms the group’s high performance.
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Tino Reinecke
Mediaplus
Let's get in touch!